乡村康养旅游创新发展研究

Research on Innovation and Development of Rural Health Care Tourism

乡村康养旅游是乡村振兴的有力抓手,有助于满足人们在生命质量和生活品质方面的追求。青岛在发展乡村康养旅游方面有着资源的优势,但在产品开发、营销策略和人力资源等方面还存在不足。面对发展的新机遇和新挑战,青岛乡村康养旅游应当在优化现有模式的同时,从政策标准、主题定位、品牌文化、营销服务和人才建设等角度实现提质增效。

Rural health care tourism caters to the current public′s yearning for a better life,and is also a powerful grip for rural revitalization.Firstly,this paper defines the connotation of rural health care tourism.Based on SWOT analysis of rural health care tourism in Qingdao,this paper puts forward six modes of developing rural health care tourism in Qingdao:coastal and riverside health care tourism,forest mountain health care tourism,hot spring leisure health care tourism,agricultural pastoral health care tourism,characteristic culture health care tourism and technology empowerment health care tourism.Five paths are put forward as well:improving policies and standards,defining themes and positioning,strengthening brand and culture,marketing precisely and services,and supporting with talents and facilities.It is hoped that the results of this study can provide useful reference for improving the quality and efficiency of rural tourism in Qingdao,and help to effectively achieve the goal of rural revitalization.